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Werbung als Kulturdokument am Beispiel der Marke Nivea

Werbung als Kulturdokument am Beispiel der Marke Nivea

          
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About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Friedrich-Schiller-Universität Jena (Philosophisches Institut und Wirtschaftswissenschaftliches Institut), Veranstaltung: Wirtschaftsbezogene Kulturgeschichte Deutschlands, Sprache: Deutsch, Abstract: "An was denkst Du als erstes, wenn ich dich nach "Nivea" frage?" Mit einer Nivea - Dose in der Hand und dieser Frage entstand die Idee dieser Arbeit. Viele Fragen führten stets zur gleichen Antwort: " Na, eine blaue Dose mit weißer Schrift." Auch Fragen nach dem Besitz irgendeines Nivea-Produkts wurde stetig bejaht. Dieses Phänomen ließ mich stutzig werden. Mit gewecktem Interesse wollte ich mehr über die Marke "Nivea" und damit über die Hamburger Beiersdorf AG wissen. Dabei bin ich auf - für mich und meine Umgebung - erstaunliche, wie auch völlig unbekannte und kuriose Fakten getroffen. Die folgende Arbeit soll aufzeigen, welch ausgeklügelte Marketingidee hinter diesem vermeintlich simplen Markennamen steckt. Der Schwerpunkt sitzt hier auf der Bedarfslenkung, da die Werbung der verschiedenen Zeiten auch immer als Kulturdokument zu verstehen ist und immer den aktuellen Zeitgeist ihrer jeweiligen Entstehungszeit widerspiegelt. Es folgt stets ein Überblick über den entsprechenden Zeitabschnitt und eine Verknüpfung mit den charakteristischen Merkmalen der jeweiligen Werbung der Epoche. So bildet sich schlussendlich ein Gesamtbild, welches von den Anfängen der Creme in den Jahren des Wilhelminischen Kaiserreichs über die Zeit des Nationalsozialismus, den Höhen und Tiefen in den 40er Jahren bis zur globalen Marke in den 80ern und der heutigen Vielfalt der Produkte der Marke NIVEA reicht.


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Product Details
  • ISBN-13: 9783638639675
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 63 gr
  • ISBN-10: 3638639673
  • Publisher Date: 16 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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